Your Team Is Built for the Customer. Your Metrics Aren't.

Explore what shifts when you finally start measuring sequences instead of channels.

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May 20, 2026 3:31am EDT

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May 2026

Hi there,

Marketing teams today are built around the customer journey.

Yet most of us still get measured by isolated channel metrics. This means every team ends up competing for the same conversion, and instead of working together, teams inadvertently end up cannibalising the customer journey in order to convert a customer.

In our latest article, we sat down with Santiago Melluso, Co-Founder and CEO of digital commerce agency TakeFortyTwo, to explore why this happens and what shifts when you finally start measuring sequences instead of channels.

Spoiler: better margins, sharper messaging, and a lot less discounting.

Read the full piece here

Retail Technology Show

We took the stage at this year's edition to unveil key findings from our 2026 Marketing Orchestration Benchmark built on data from over 175,000 businesses, with dedicated insights into regional retail performance. From personalisation at scale to automation maturity, the conversations confirmed one thing: the gap between leaders and laggards is widening.

What I'm reading this week:

👉 When ad spend surges 8% but GDP flatlines, marginal ROI becomes the only metric that matters. This piece from EssenceMediacom's Chief Strategy Officer explains why your next pound in a saturated channel now costs more than it returns and where smarter budget shifts are headed.

📊 Platform-reported metrics and real business outcomes are diverging and industry bodies are now demanding structural answers. As attribution opacity grows, the brands with the strongest first-party data signals have an increasingly durable competitive advantage.

✅ Open rates are no longer the signal they once were and the DMA’s UK Email Council says the shift is structural, not seasonal. The brands that survive the AI-mediated inbox will be those with behavioural automation that earns attention rather than demands it.

✨ Loyalty Program Blueprint Generator: Configure your business context and get an instant, personalised loyalty programme recommendation covering reward mechanics, tier structures, key automations and success KPIs. An interactive tool designed to give you a clear, actionable roadmap to drive retention and repeat revenue, with no guesswork required.